華人市場的巡迴演唱會成本分析： 以W先生世界巡迴演唱會為例

Abstract

華人市場的大型巡迴演唱會在近二十年來開始盛行，巡迴演唱會場次屢創新高，張學友於2019年1月29日在香港紅館舉辦同一輪第233場演唱會，再把華人巡迴演唱會帶領到一個新境界，證明演唱會產業在華人市場已臻成熟，群眾消費習慣可以隨著產業變遷而改變，感官經驗成了商品創造價值的來源，參加Live演唱會取代了傳統流行音樂欣賞方式。研究者藉由自身參與華語頂尖藝人的世界巡迴演唱會進行個案研究，將簽約、規劃、詢價、編製預算及執行等各項流程，以及進行巡迴演唱會策略分析的結果、演唱會組織架構、成本分析及行程安排等經驗作一完整的分享，也提供未來流行音樂演唱會經營者、藝人及製作團隊有效的建議。 研究者本次研究著重於成本面的分析。演唱會的分工細緻，也是一連串的產業鏈的組合，從最前端藝人的表演，到後段合作夥伴、演出團隊、演出廠商的挑選，從組織架構的確立、設備購置或租賃的決策，到行程安排、演出場館的挑選，每一項決策都會帶來成本的增加、浪費或是減少、節省。這些決策整體影響的是演唱會的演出品質、聲光效果，更深層的影響是藝人的人氣、口碑和藝人市場流量。演唱會中會遇到的意外和突發狀況也總是讓人難以預料，場次的取消或延期、團隊是否目標一致、市場競爭與供應商的配合、政府政策的變遷及社會氛圍的轉變，都會連帶影響演唱會的製作成本，從而影響項目整體獲利情形。 研究結果發現，「演唱會組織結構」的選擇，以及「演唱會場館及行程安排」、「演唱會固定成本」的控制，對巡迴演唱會的製作成本是關鍵性的影響因素。當然藝人的音樂屬性及舞台魅力也都會影響演唱會內容的製作方向，進而導致製作成本的變化。 然而因受限於時間、資源及個人經驗，本研究無法分析不同類型演唱會的成本決策，但如何將現代科技及企業管理觀念帶入演唱會，發展更專業，系統化的商業模式，讓演唱會更能邁向專業分工，後續研究者可持續關注演唱會產業的發展動態，做更深入的研究。

Large-scale concerts in the Chinese market have been popular for nearly two decades, and the number of concerts has reached record highs. Jacky Chang held the same round of the 233rd concert in the Hong Kong Red Pavilion on January 29, 2019, and then toured the Chinese concert. Reaching to a new realm proves that the concert industry has matured in the Chinese market, the mass consumption habits can change leading to industry changes, and the sensory experience has become one of source of product creation value, and participation in live concerts has replaced traditional pop music appreciation. The researcher conducts case studies by participating in world tour of top Chinese artists. The study will perform various processes including contract signing, planning, inquiry, budget preparation and execution, as well as the results of tour concert strategy analysis, concert organization structure. The cost analysis and other experiences are fully shared, and effective suggestions for future pop music concert operators, artists and production teams are also provided. The researcher focused on cost analysis. The delicate division of the concert is also a combination of a series of industrial chains, from the performance of the front-end artists, to the selection of partners, performance teams and performance manufacturers in the later stages, from the establishment of the organizational structure, the decision to purchase or lease equipment, to the schedule As for the selection of performance venues, each decision will bring about cost increase, waste or reduction, and savings. The overall impact of these decisions is the performance quality, sound and light effects of the concert, and the deeper impact is the popularity, word of mouth and artist market flow. The unexpected conditions at concerts are always unpredictable. Cancellations or extensions of the show, whether the team's goals are consistent, market competition and supplier cooperation, changes in government policies, and changes in the social atmosphere will all affect the production cost of the concert and overall profitability. The results of the study found that the choice of 'concert organization structure', 'concert venues and schedules', and 'concert fixed costs' were key factors to production cost of the tour influencing factors. Of course, the artist's music attributes and stage charm will also affect the production direction of the concert content, which will lead to changes in production costs. However, due time limitation, resources, and personal experience, this study cannot analyze the cost decisions of different types of concerts, but how to bring modern technology and corporate management concepts into concerts, develop a more professional and systematic business model, and make concerts will be more able to move towards professional division of labor, follow-up researchers can continue to pay attention to the development of the concert industry and do more in-depth research.